[anti skin cancer billboard campaign was created by Colenso BBDO (New Zealand) in 2001 for Australia's Shire Skin Cancer Clinic. The billboards showed images of Australian's enjoying the sun beside the caption 'watch how a thousand Australians die every year'. The murals were painted with special self–destructing paint designed to illustrate the dramatic effects of sun exposure.]

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"Microsoft unleashed a swarm of large adhesive butterflies in Manhattan.

They settled yesterday morning on sidewalks and doorways; traffic signals, stop signs and planters. They alighted on the bluestone paving around Grand Army Plaza and the granite corners around Grand Central Terminal.

Their blue, green, orange and yellow wings had spans of 12 to 20 inches, the larger ones accompanied by a caption –– 'It's better with the Butterfly' –– advertising Microsoft's new MSN 8 Internet service.

'This is nothing more than corporate graffiti,' said Vanessa Gruen, director of special projects for the Municipal Art Society, a civic organisation that has long battled commercialisation of public space. 'It's no better than all those kids out there tagging subway cars.'
...
A single summons was issued, with a [US] $50 penalty, though each butterfly could have been subject to a $50 fine, said Tom Cocola, the assistant commissioner for public affairs at the transportation agency. He said the city's chief goal was seeing to it that the decals [slickers] are removed.

Microsoft, for its part, insisted that it was authorised to place the decals."
(David W. Dunlap, New York Times, October 25, 2002)

[Pioneering example of guerrilla marketing tactics employed by Microsoft across Manhattan in 2002.]